Financial analytics for an accountant: a new look at familiar reports

What is good about being an accountant? Finding a job as an accountant is not difficult if you have the necessary skills. The ability to work with 1C, Word, Excel, Access programs is an integral part of the work of any accountant. Knowledge of special accounting programs, perhaps even highly specialized ones, too. In addition, the accountant must be familiar with financial analysis. True, not everyone studied this discipline, did not apply the skills in practice, or had already forgotten what financial analytics is in principle. Today we decided to refresh your knowledge.

Accountant and financial analyst. These two professions focus on different areas of money management, but what if you combined the two in one? Universal specialists are always in demand. In fact, financial analysts use the same accounting reports to make recommendations on how best to use company resources.

Of course, other information will be required, for example, the results of marketing research, management accounting data, etc. Based on a set of data, the financial analyst makes a forecast and recommendations for the future development of the company. These forecasts have weight and significance for management, which means that a specialist with the ability to build them is valuable.

Financial analysis combines mathematical and statistical methods of data processing. The application of financial analysis is almost limitless, because it is in demand in any field. Sometimes financial analysts are expected to have additional knowledge, such as programming skills. This, of course, will be a pleasant bonus, but still not a mandatory part of the profession.

How does financial analysis work in your organization now? Recording income and expenses in a journal or tablet? This is unlikely to help predict the future of the enterprise. The analysis should begin with a cash flow statement, which shows how consistently the company can fulfill its obligations. A more complete understanding of the financial situation will be provided by studying the company’s balance sheet and profit and loss statement. Next comes in-depth data analysis and the next step is budget planning and financial forecasts.

You will have to work especially hard to analyze accounts payable and receivable , to identify the company’s weaknesses, for example, regular defaulters. It may be worth getting rid of them or reconsidering contractual obligations and creating a schedule of payments and repayment of obligations (for more precise management of payments). Similarly with creditors - are there any delays, as a result of which they arise? Are there times when the company has free cash and is it possible to use it somehow (put it on deposit, for example, even in a short period of time this can bring in a certain amount of income).

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How we compared the functionality

So, the main goal of end-to-end analytics is to evaluate the effectiveness of investments in a particular advertisement. It can be assessed in different ways: each marketer and business owner will have their own. What matters most often is the number of leads, deals, and the cost/income ratio from an advertising source or advertising campaign.

To take all this into account, certain modules are needed, without which it is impossible to build end-to-end analytics:

• Count tracking (static and dynamic);
• callback (call back);
• online chat;
• in fact, the end-to-end analytics module itself with the ability to summarize data into detailed reports.

We analyzed end-to-end analytics services for integrations with:

• CRM systems (import of transactions and transaction data);
• advertising systems (import of expenses);
• social networks (importing leads from lead forms and advertising costs);
• web analytics services (data export on received leads).

We also assessed the convenience of the main tools for work: summary reports on advertising sources, lists of all leads and their parameters, availability and ease of working with dashboards.

Pay attention to the following parameters:

• availability of additional bidder products, email tracking);
• availability of additional modules (speech analytics, multi-channel attribution).

In this article, we decided to consider only boxed solutions with a ready-made set of functionality and visual tools. BI systems with their complex infrastructure were not taken into account.

Callibri

A very interesting service from the point of view of a set of tools. Despite the positioning, end-to-end analytics is in development. According to the manager, it will become available with all integrations in 2021. So far, unfortunately, they cannot share either demo access or screenshots of reports.

But the guys have other tools: a quiz and chatbot constructor, speech analytics and email tracking.

The guys also launched a low-cost airline in the world of call tracking - Gudok. This is a tool that costs 10 rubles. per day and the maximum that can be done is to send data about events to Yandex.Metrica or Google Analytics. There are no call records, just like there are no pre-deal analytics.

But let's return to Callibri. Let's look at the reports.

Leads

“EZHL” page – guess what that means? Experts from Callibri answer - this is a Unified Lead Journal.

Price

20,360 rubles per month

Advantages

• There are tools useful for a marketer: call tracking, call back, chat, speech analytics, email tracking, quiz constructor.
• Functional “chat” with a bot designer.

Disadvantages of Callibri

• There is no end-to-end analytics as such yet.
• Even if it is subjective, the terminology that the service itself came up with (multi-tracking, EZHL, OKO, etc.) is still puzzling. You won't be able to guess what we're talking about the first time.

Grade

0/10. The service is out of the running because it is not an end-to-end analytics service.

How we compared the cost

The cost of different services is calculated differently: in some places there are fixed tariffs, in others minutes, numbers and individual modules are paid, in others – a percentage of the advertising budget. To make a comparison, I took the cost of one month of using each service (taking into account the functionality described above) for a site with the following parameters:

• 1,000 sessions per day;
• 3 static numbers;
• 200,000 rub.

Let's get started with the review!

End-to-end analytics for dummies: pitfalls and tweaks

Calltouch

One of the most popular services, which began as a call tracking service, and then grew to the level of a powerful end-to-end analytics platform. It contains rich functionality, the ability to customize funnels and dashboards, and receive detailed analytics on advertising channels and campaigns. Let's look at sample reports.

Summary report by sources

The main report, although not the most convenient, is quite comprehensive. Unfortunately, it doesn't support viewing multiple attachments. In it you can select only the top branches of the tree to display the graph over time.

List of leads

Everything is cool here: upon clicking, the service shows detailed information for each lead, as well as a chain of touches.

Integrations

Calltouch offers ready-made integrations with almost all known services and systems. This list is constantly updated.

Dashboards

The service offers data visualization and dashboard building. You can configure different dashboards depending on the specified parameters.

Multichannel analytics

Calltouch offers a cross-channel conversion report, but it's not without its drawbacks. The report is a list of the most popular chains of user touches, but it is not clear how to evaluate the benefit of a particular source: filtering by individual sources is not very convenient.

Price

16,600 rubles per month

Advantages

• For end-to-end analytics, the developers have provided everything that can be provided within the framework of a ready-made solution.
• Good data visualization with the ability to build dashboards.
• I'm glad to have a bidder.

Flaws

• There is no built-in online chat, although there are third party integrations.
• It is not clear how to analyze the data provided as part of the multi-channel conversions report.

Grade

9/10. We can say that this is an “all at once” service, which provides everything necessary for analytics. Alas, in the pursuit of functionality, some features turned out to be a little unfinished.

comparison table

Using this table, you can compare the functionality of each service that was not included in the review article.

Roistat

Roistat is a favorite of many and definitely the most functional service among others. Here you will find split testing (A/B testing), reports on managers and their transactions, a media plan (though still in beta) and much more. Let's look at some sample reports.

Main report

Please note that the data is immediately grouped by advertising networks, and not by UTM tags.

Leads

Standard page with a list of leads - has all the necessary parameters.

Integrations

The service offers ready-made integrations with all necessary platforms.

Dashboard

In Roistat you can effectively visualize data and build informative dashboards.

Multi-channel sequences

In the summary report, you can immediately see the benefit of each source in the overall chain of user interaction.

Price

36,100 rubles per month

Advantages of Roistat

• The service offers full multi-channel analytics and a convenient multi-conversion report.
• The most functional service we are considering.

Disadvantages of Roistat

• For some, the functionality of the service will be too broad. Some small and medium-sized businesses will find it difficult to understand all this colossus of data and functions.
• One of the most expensive among end-to-end analytics services.

Grade

9.5/10. Roistat is truly “His Majesty” service. It was he who set the trend for creating new ready-made solutions for end-to-end analytics. Before him, businesses made do with complex infrastructures that programmers built from several tools simultaneously. I would give it the maximum rating, but I still took half a point off for the cost. If your budget for analytics is not limited, feel free to connect Roistat.

CoMagic

The oldest service on the end-to-end analytics market. We didn’t find any special features, but we have all the necessary base for end-to-end analytics. Let's go through the main CoMagic reports.

Source report

Here we see a report that is quite familiar and pleasing to the eye. It may be subjective, but it’s inconvenient that when you click on the source thread, the page is completely refreshed. A dropdown list would be very helpful here.

Leads

Price

RUB 15,000/month

Benefits of CoMagic

• Basic end-to-end analytics service. If you do not have special requirements for detail, it will do.

Disadvantages of CoMagic

• The interface is visually pleasant, but not always user-friendly.
• Limited functionality for those whose requests go beyond “view the number of leads”, “view conversion to deal”.

Grade

6/10. A kind of “your granny” in the world of end-to-end analytics. I repeat, if you do not have great requirements, then CoMagic’s functionality may be enough for you. But personally I want more

"Bitrix24"

The Bitrix team is trying to embrace the immensity and create an entire ecosystem with a lot of useful services on one platform. Here you have a task tracker, a CRM, end-to-end analytics, and much more. On the one hand, it's a good thing. On the other hand, many solutions look like compromises and “not fully developed” from a functional point of view.

If we talk about end-to-end analytics, then Bitrix does not have it, just as there is no dynamic call tracking. When setting up end-to-end analytics in Bitrix, you will receive a report on advertising sources, and that’s all. You won't see any analytics for campaigns or ads.

Source report and funnel

Price

from 11,990 rubles per month

Advantages of Bitrix

• Many useful services within one ecosystem: task tracker, CRM, etc.

Disadvantages of Bitrix

• This is not an end-to-end analytics service in the sense in which it is commonly understood.

Grade

0/10. The “embrace the immensity” service is out of the fight because it is not an end-to-end analytics service.

Research: Cross-platform analytics - effective, but difficult

Alytics

An end-to-end analytics service that builds its work based on data from the Google Analytics counter. The service also collects leads from the CRM system, and therefore all integrations must be configured within your CRM. Alytics declines responsibility for the correctness of the data.

Let's look at examples of basic reports.

Consolidated report

A good report, but not entirely flexible. It shows the dynamics of various indicators for all sources, but I would like to see the dynamics for each separately. Reports on Google and Yandex are generated in a separate window.

Leads

Dashboards

Integrations

Price

16,600 rubles per month

Benefits of Alytics

• Weekly reports in any convenient format.
• Nice and clear interface.

Disadvantages of Alytics

• It takes information on leads from CRM systems and does not integrate itself.
• It won't work if you don't have a CRM, or if integrations haven't been created within it.
• Doesn't work in Safari browser.

Grade

4/10. For the so-called lack of independence in terms of its own counter and complete dependence on the CRM system for tracking leads, I call the Alytics service “Mama’s boy.”